CAMBRIDGE, Mass.--(BUSINESS WIRE)--In its newly released June MobileSTAT, Jumptap,
the leader in targeted mobile advertising, revealed that high
click-through rate (CTR) is not consistently an indicator of high
conversion rate or purchase intent. Jumptap compared data from 10 major
gaming advertisers in May and found that a campaign could have a very
low CTR but a high conversion rate, or a high CTR and a low conversion
rate. One advertiser generated a CTR 41 percent below average but pulled
in an impressive click-to conversion rate of 231 percent above average.
Another advertiser saw CTRs go through the roof at 177 percent above
average but a click-to conversion rate that was 44 percent below average.

“While CTR is a widely used metric in both online and mobile
advertising, it is at best a narrow predictor of success,” said Paran
Johar, Chief Marketing Officer, Jumptap. “The most insightful
advertisers consider all factors, including click-to conversion rates
and brand metrics such as purchase intent, message recall, and brand
performance, depending on their marketing objectives. Understanding an
advertiser’s goals upfront and helping them achieve them is why we have
such a high renewal rate on the Jumptap network.”

Separately, Jumptap looked at four major advertisers in the consumer
product goods (CPG) and automotive industries, and compared campaign CTR
to the lift they saw in purchase intent based on post-campaign brand
research. In two prominent CPG case studies, the first advertiser saw a
CTR 41 percent below average but purchase intent 48 percent above
average. The second advertiser saw more linear results with a CTR 13
percent above average and purchase intent 12 percent above average. For
the participating automotive advertisers, the results were much more
dramatic. The first advertiser saw a CTR 59 percent below average and
purchase intent 116 percent above average, while the second advertiser
had a CTR 15 percent above average and purchase intent 46 percent above
average.

Additional June MobileSTAT Findings:

Small Opening for Windows in Mobile: Some analysts are
predicting that Windows will experience meteoric growth in mobile,
jumping from 1.9 percent share in 2012 to 19.2 percent in 2016. Based
on operating system market share trends in the past year, this seems
unlikely. From 2009 to 2012 Android’s share of the mobile operating
system market skyrocketed from 1.6 percent to 56.1 percent. Over the
same period iOS rose steadily, RIM declined steadily, and Windows
practically disappeared. Seventeen percentage points in less than four
short years will most likely not be in the cards for Windows.

Sizing Up Android’s 900,000 Activations Per Day: This month
Google announced that they’re achieving 900,000 Android daily
activations. How large is that, exactly?

It’s more than double the number of iPhones sold per day (385,000
iPhones sold/day).

It’s an Android device for every word in the English language
(900,000 words).

It’s very close to the number of PCs sold per day (roughly 977,000
sold/day).

MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into
targeting and audience trends in mobile advertising through Jumptap’s
network of over 20 billion impressions, 107 million U.S. users and
25,000 apps and websites. MobileSTAT contains analysis of dozens of
terabytes of log data, powered by the scalable, efficient Jumptap
technology. To download the full Jumptap MobileSTAT, click
here.

Reporting Methodology

The Jumptap MobileSTAT reports mine large quantities of network data to
identify targeting and audience trends. Jumptap uses proprietary
algorithms to analyze and normalize this data. In some cases, when
sufficient conditions are met, subsets of data may have been used as
proxies to represent the overall network. Jumptap also sources data from
third-party firms.

About Jumptap

Jumptap
is the leader in targeted mobile advertising. Reaching 107 million
mobile users in the U.S. and 156 million mobile users worldwide, Jumptap
uses its extensive technology portfolio, as well as industry-first
partnerships with third- party data providers, to understand mobile
audiences better than any other ad network and provide intelligent
targeting with scale. Through its large network of premium publishers
and apps, and constant campaign optimization, Jumptap delivers the best
ROI for advertisers and highest yield for publishers and developers.
Jumptap has pioneered mobile advertising privacy standards and is
committed to unlocking mobile opportunities for all parties through its
ongoing industry research, such as its Understanding Mobile Audience
series and monthly MobileSTAT report. Visit http://www.jumptap.com
and http://www.jumptap.com/blog
for more information; join our Facebook community, follow us on Twitter
at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.